Packaging in all of its forms is one of the most important aspects of sales and marketing; in fact, in many of the marketing textbooks, it forms one of the 5 P’s. (Place, Product, Price, Promotion, Packaging) That’s essential for many if not all brands, but when it comes to your fashion brand, having the right kind of packaging can make all the difference.
Today, we are going to look at how to choose the packaging for your startup fashion brand and why taking the time to get it right is so important.
What is product packaging design?
This all refers to the exterior of a product which includes, “choices in material and form as well as graphics, colours and fonts that are used on wrapping, a box, a can, a bottle or any kind of container.”
But what people forget to consider with packaging is that it is also the first point of contact for many people with your brand. You can create sensory experiences of the product and brand that make it all worthwhile for someone experiencing your product.
As a startup fashion business you want to be able to create experiences that enhance your presence as well being something that people will talk about. This is essential for new businesses as you want to build an audience from the first moment.
What’s also important is that in a world we constantly photograph and experience life through many social media platforms, packaging can also be your calling card.
What do you need to consider?
Essentially, as with all products, you need to ask three key questions and these include;
- What is the product?
- Who is your target audience?
- How are people buying the product?
When you can answer those three questions that’s when you can move on to the next phase.
But in short, you are a fashion start-up, you will be selling your product to your specific target audience (which only you will know) and more than likely you will be selling your product through the internet or via small merchants and independent distributors.
What goes into packaging?
You need to think of the whole brand experience. From the moment it leaves the shop/warehouse/garage/bedroom and lands on the doorstep.
Focusing on things such as the materials to package, the colours, the fonts, what writing is on the pack, any trademarks and so on. You will also be legally required to include information such as delivery address, names, space for postage and health and safety requirements – such as plastic bags around children.
What you want to do here is create a sensory experience for your customer.
Effectively you need to communicate effectively and with style whilst also balancing out the practicalities of your brand.
Finally think about the product
Inside the packaging is the product. You will have spent years getting it ready, creating a design for your startup fashion brand that you are proud of – be sure to keep it protected in transport. Again, you want to think of materials that apply and any solutions that make it work overall for your brand and business.
To summarise, packaging is an important part of your marketing strategy, especially for a startup. Think about look and feel to develop a sensory connection as well as something that is Instagram worthy. Finally don’t forget about protecting your products by selecting materials that will do that.